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$4 Toast? You Bet – Wish I Could Get a Slice
By: Doug Bedell
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The situation at the Mill coffee shop in San Francisco makes me wish, anew, that the Golden Gate wasn't a continent away. The Mill is charging $4 for a slice of toast, but is that turning customers away? Evidently not. They're lined up for much of the day, for it's gourmet toast at a trendy spot. Savvy PR and marketing have made the Mill the place to be, even though its setting gives it a big boost in the first place. While some folks are charging that the tech industry is ruining San Francisco by prompting $4 slices of toast, what toast it evidently is, and in what a setting! The whole fuss is great PR. The fresh-bread toast is served, incidentally, with almond butter or maple syrup and powdered sugar. I lost my heart to San Francisco years ago... 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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